This is more than just some digits on a jersey. A goal time. A personal record. Your mom’s lucky number. Numbers drive athletes.
So when Powerade decided they would be labeling their bottles from 0-99 — we wanted to tell the unique stories behind everyone’s number and empower the athletes who proudly wear them.
To kick things off, we partnered with Alexis Sablone who would be participating in skateboarding’s first ever Olympics. In her 25 years of skateboarding, heading to the Olympics was one of the last things she ever expected to do. And that’s why she chose 25.
THE POWER OF GIVING BACK
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THE POWER OF GIVING BACK 〰️
Then we teamed up with House of Highlights to continue our Power in Numbers storytelling. We found athletes that had gone viral— and encourage them to tell their story, but also give them the opportunity to pay it forward and help other athletes do what they love to do as well.
In the early days of COVID, video productions slowed to a halt, so we improvised. Using zoom interviews, we shared several truly inspirational athletes and the numbers that drove them, such as Jake Olson #61, who was the first legally blind NFL player or Trish Miller #19, who started a swim school for disadvantaged youth.
THE HARDEST WORKING AMA EVER
When one of your star athletes is Tatyana McFadden—one of the most prolific Paralympians in history—people need to know. So we asked her to do an AMA with us during one of her workouts leading up to the Games.
IT’S NOT SPORTS WITHOUT THE FANS
Sports during COVID was … different.
The athletes kept doing their thing, but one big thing was missing. The fans. So we wanted to celebrate the power of the fans are remind our audience that sports isn’t just a game. It’s a lifestyle.
Client: POWERADE
Category: TV/SOCIAL
Agency: ANNEX ATL / havas
Creative Direction: Myself
Art Direction: ANDREY TER-GRIGORIAN, URIEL VASCO, JULIA MUELL
Copy: JAKE TANNERY, IAN HOLMES, MATTHEW FREDERICKSON, RAND ROZIER